ERDEM x H&M: Unique Lookbook Feels Like a Magazine

Acclaimed photographer Michal Pudelka has worked with Erdem and H&M to create a unique lookbook true to Erdem’s dialects of beauty, featuring pieces from the ERDEM x H&M collection.

“ERDEM x H&M is a collection that really spoke to me, and I wanted to create for it a look book with a twist. I love to add elements of surprise and surrealism, and thought of details to enhance the atmosphere, like flowers being handed to the model from out of frame,” says Michal Pudelka.

Together with Erdem and H&M, Michal Pudelka’s images embodied a feeling of old English charm, at the same grand country house where he shot the print campaign and Baz Luhrmann directed his short film for the ERDEM x H&M collaboration.

“It was such a pleasure to see how Michal translated the mood of the collection and I love how we played with different elements, such as the flowers, to enhance the spirit of ERDEM x H&M even more,” says Erdem.

Photos courtesy of H&M